Last night we attended a Lippincott-sponsored event focusing on the creation of unique “customer experiences” and thought: “What retail brand provides a more singular experience than IKEA?”

Here, via a guy named Daniel Hubbard who appears to be something of a filmmaker, is a spoof of the IKEA experience playing off the everybody’s-talking-about-it-and-it’s-actually-quite-good Sandra Bullock vehicle Gravity.

This is fairly accurate. We haven’t read the studies, but we know the whole “winding maze that only moves one way so you have to pass through every single department and sample the meatballs before you leave” strategy is based on solid research.

As one commentor who beat us to the punch wrote: “In IKEA no one can hear you scream”—but they can show you where to get a butterfly chair, a cheap full-length mirror and a cool frame for your dorm room poster.